The Benchmarking Debate Reaching an Industry Consensus ? Moderator Anne McCall Wilson Vice President Spas Fairmont Raffles Hotels International.

The Benchmarking DebateReaching an Industry Consensus?

Moderator Anne McCall WilsonVice President Spas

Fairmont Raffles Hotels International

Great year in benchmarking!• Abundant reports (many first time ones)

– Intelligent Spas– PKF– ISPA– STR

• Debate and buzz• Cheerleaders and champions• Challenges and resistance

AgendaThe Debate Continues

• Update on Last year’s Summit recommendations

• Presentation of results from Smith Travel Research initiative

• Panel Questions and Discussion• Lightening Round with the audience• Questionnaire

Pondering

• Remembering the Chicken and the Egg• Does it matter what comes first ?

– Benchmarking studies– Standard Chart of Accounts

Panel• Judy Singer, President and Co-owner, Health Fitness

Dynamics, Inc• Andrew Gibson, Group Director of Spa, Mandarin

Oriental Hotel Group• Cary Collier, Principal, Blu Spas Inc.• Neil Jacobs, President Starwood Capital Hotel Group• Jan Freitag, VP Global Development, STR

Summit 2007Agreeing on Performance Tracking and

Benchmarking Worldwide

• Listed Key Measures for Operating performance, investment, retail and human resource planning

• Key Success factors – accuracy, simple to start, interesting and actionable (and trusted)

• Independent collection, governance and global• Asked Smith Travel Research to collect: revenue by segment

against guest rooms, sq. m. of air conditioned space (these modified as we got into the discussions)

• All costs have been born by STR

Copyright © 2008 Global Spa Summit

Hotel Spa Benchmarking Pilot Study

2006 – Q1 2008

Jan D. FreitagVP – Global Development

Smith Travel Research

Points to Be Covered

• Survey Universe• Spa Data• Hotel vs. Spa Data• Next Steps

Survey Universe

• Hotels: 35 Luxury, Upper Upscale & High End Independents

• Companies: Fairmont Raffles Hotels International, Mandarin Oriental Hotels, Starwood, IHG, Destination Hotels & Resorts

• Time Period: Jan. 2006 – Mar. 2008

Data Points Collected

Census:• Treatment Rooms• Salon Stations• Air-conditioned SQFT

Performance Metrics:• Treatment Revenue ($)• Treatment Room Hours Available / Used• Salon Revenue ($)• Salon Station Hours Available / Used

Spa Benchmarking 2007 – A First LookTreatment:• Average Treatment Revenue / Hour (ATR): $111.03• Revenue / Available Hour (RevPATH): $39.82• Treatment Room Utilization: 35.9%

Salon:• Average Salon Revenue (ASR): $57.26• Revenue / Available Hour (RevPASH): $14.38• Station Utilization: 25.1%

Source: Smith Travel Research

TreatmentsSelected Metrics % Change Y-o-Y2006 vs 2007

Source: Smith Travel Research

2006 2007 % Change

ATR $ 106.00 $ 111.03 + 4.7%

RevPATH $ 37.09 $ 39.82 + 7.4%

Utilization 35.0% 35.9% + 2.5%

Above Inflation Increase in ATR.

Utilization Increases Slightly.

I-Spa vs PKF vs STR2006 Metrics

UniverseAverage

Room CountAircon SQFT

$/Treatment Room $/Station

I-Spa 134 n/a 10,830 $79,474 $42,699

PKF 63 471 13,456 $110,253 $36,575

STR: 35 372 15,462 $151,254 $67,018

75th %ile $176,861 $64,962

50th %ile $115,400 $49,636

25th %ile $91,947 $26,482

STR Universe Skewed Towards the High End But Data Fits The Pattern.

Treatment Room Utilization vs. Avg.Treatment Revenue12 Month Moving Average January 2007 – Q1 2008

34.5%

35.0%

35.5%

36.0%

36.5%

Jan-07 Apr-07 Jul-07 Oct-07 Jan-08

$106

$108

$110

$112

Utilization (%)

ATR ($)

Source: Smith Travel Research

Does this Imply Successful Yield Management for Spas?

Avg. Treatment Revenue (ATR) vs.Hotel Avg. Daily Rate (ADR)12 Month Moving Average - January 2007 – Q1 2008

$106

$108

$110

$112

Jan-07 Apr-07 Jul-07 Oct-07 Jan-08

$250

$255

$260

$265

$270

$275

ATRADR

Source: Smith Travel Research

Marching In Lockstep … Or Are They?

Treatment Room Utilization vs Hotel Occupancy% Change - January 2007 – Q1 2008

-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

Jan-07 Apr-07 Jul-07 Oct-07 Jan-08

Utilization

Occupancy

Source: Smith Travel Research

Relationship Makes Sense – Except in The Most Recent Past

Next StepsThis was a pilot study. We now need:• More Education• More Participation• More Historic Data

Together We Can Achieve More Relevant, Actionable Results

Advisors Breakfast

• Lynne McNees, ISPA• Mia Kyricos, Starwood Hotels Corp• Peter Anderson, Anderson & Associates• Jeff Mathews, Mandara Spa• Mary Tabacchi, Cornell University• John Korpi, Spa Quest International• Sharilyn Abbajay, Neill Corporation

Panel Questions• Judy Singer, President and Co-owner, Health Fitness

Dynamics, Inc• Andrew Gibson, Group Director of Spa, Mandarin

Oriental Hotel Group• Cary Collier, Principal, Blu Spas Inc.• Neil Jacobs, President Starwood Capital Hotel Group• Jan Freitag, VP Global Development, STR

A few initial Recommendations(before questionnaire participation)

• Continue the focus on accommodation based spas• Continue to Keep It Simple with the three metrics – utilization

(salon/treatments), revenue and air conditioned sq. m.)• Forum with Leading Companies doing benchmarking:

– to agree on definitions of these categories – Utilizing traditional hotel definitions (four star/upper up scale)

• Engage more participants – Target at higher levels• Let the market determine the other categories/details• Encourage private benchmarking companies to include impact of spas on

rate and occupancy

Lightening Round

• 15 second questions from the audience• 30 second answers from the panel

The Benchmarking DebateReaching an Industry Consensus?

Questionnaire – Getting InvolvedPlease hand in your questionnaires as

you leave on the break